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News
Apple, NBC Universal Quibble About Who Gave In
Wednesday, September 10th, 2008 at 4:00 PM - by John Martellaro
NBC Universal is claiming that Apple gave in to its pricing demands, and that led to the return of NBC content to iTunes. Apple’s Eddie Cue disagreed, according to CNET on Wednesday.
After Apple’s "Let’s Rock" event on September 9, JB Perrette, head of NBC’s digital unit, told CNET that Apple allowed NBC to sell its shows for whatever it wished: catalog items for US$0.99 and HD TV shows for US$2.99.
However, Apple’s Eddie Cue said that this kind of pricing was all available at iTunes before the NBC deal was struck. "We’ve never told anyone they can’t lower prices," Mr. Cue said. Mr. Cue also pointed out that Showtime’s Californication in HD has always been $2.99, their standard for HD TV shows.
Even so, NBC’s Perrette had his own take on the whole thing. "Frankly, ever since we dropped our relationship with Apple last fall, they have made a gradual progression culminating in [NBC’s return to iTunes]," Perrette said.
Given the options viewers have these days, both companies need each other and, as a result, finally came to terms. However, neither one, at this point, wants to admit who folded first. In practice, neither company really needs to.
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